|Are You Guilty of PR Data Bias? What, Why and How to Check
By: Bulldog Reporter
When it comes to marketing analysis, public relations has been known for output—media relationships developed, placements gained, awareness garnered, and perceptions changed. In-depth analysis and measurement of the outcomes of this output is a fairly new practice. Thus, standards around this measurement are still in development.
With guidelines still being agreed upon, when a PR professional views data about the results of their work for the first time and the data does not show what they expected, many do not accept that data as true. This is due to an unconscious bias.
In this post, I want to explain why, even if what you see or learn is not what you expected, having data about public relations efforts is always valuable. The following are examples of potential reactions and how to check their effect on your use of PR data.
PR DATA BIAS 1: THIS DOESN’T MAKE ME LOOK GOOD
After reviewing data about the results of PR efforts, many are surprised by comparisons such as share of voice. No matter the reason for this surprise, the fact that you may feel this way means that the information is novel and that you are learning something. These should be a part of your goals. When you feel surprised or impressed, the data that caused that reaction is worth investigating further and analyzing.
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